The marketing phrase that was unveiled Tuesday is based on an essay written by gay rights pioneer John Preston, who died in 1994. The Medford, Mass., native explained in the essay why he chose to live in Portland instead of New York, entitling it, "Portland, Maine: Life's Good Here."

Its creators said the campaign will showcase all of Portland -- it's people, industry and attractions.

"We're a small city in a big world and the best thing we can do is combine our limited marketing dollars and raise one voice to the rest of the world," said Jennifer Hutchins with Creative Portland Corporation.

The slogan is trademarked, but the city is sharing it with local groups.

Waterfront business owner Chris Cutshall said while he's still lukewarm on the catch phrase, he fully supports the effort to better brand the city.

"I like the idea it's incorporated, what it means to live here, not just the business but the overall package of Portland," said Cutshall.